In an article for PR News Online, Proven Media Solutions founder Dustin Siggins and Regal Blue Media founder Bill Collier explained how businesses and digital strategists can avoid falling into the trap of “vanity” metrics that don’t translate into real value.
Dustin and Bill said that business owners need to set clear expectations for what they want their marketing to achieve, and hold their vendors to these metrics. Metrics shouldn’t be limited click rates or follower accounts, but tangible results like increased website visits from target markets, more leads, and better sales. PARAGRAPH BREAK
Digital strategists should also work to create real results, not just impressive-looking numbers to secure long-term, higher-quality clients. Finally, Dustin and Bill urged digital strategists to treat their customers as part of their team – not as commoditized clients to be nickeled-and-dimed.
Ultimately, digital strategists should keep customers informed of both vanity and value metrics. That way, they can provide customers with meaningful results while also showing their work on boosting engagement.
Read the full article here.